One of the hardest things about social media is accepting that people probably aren’t paying as much attention to your brand as you think they are.
You can spend hours creating a post and writing the perfect caption. Then you publish it… and move on.
Your audience does too.
That’s not necessarily a bad thing. People are busy. They’re scrolling quickly, following hundreds of accounts and seeing new content every time they open their phone. Even if someone likes what you shared, they probably won’t remember it a week from now.
That’s where frequency comes in. At Radiant, we live by our Four Principles of Branding: Honesty, Quality, Consistency and Frequency. Lately, I’ve been thinking about frequency in particular — and how easily this important principle can get overlooked. One good post every once in a while isn’t going to keep your brand top of mind. And you don’t need every post to be groundbreaking. The goal is to give people regular reasons to see you, recognize you and remember what you do.
Practically, that might mean taking one idea and finding several ways to talk about it. Turn a donor question into a series of posts. Revisit an older piece of content that performed well. Look for ways to get more out of the research and creativity you’re already putting into your social media content.
Keep the conversation going.
Because when someone finally needs the product or service you offer, you want your brand to be one they remember.
Out of sight, out of mind. Frequency keeps you in the conversation.
